Music Videos as Destination Marketing Tools: A Mixed-Method Approach Based on User-Generated Content

Abstract

Marketing, as a dynamic concept, updates itself with the current developments both in the supply and/or demand side. The global integration of music, visual storytelling and social media is collectively about to change the marketing strategies of destinations. Therefore, this study aims to evaluate the role of music videos as audiovisual tools that shape destination image and travel intentions through the deeper analysis of user interactions and comments. Using a mixed methods design, 34,667 YouTube comments, qualitative in nature, were analysed and tested within the proposed conceptual model by conversion. As one of the pioneering empirical studies, the current study concludes that music videos are likely to attract potential visitors and improve destination image or awareness. Findings may guide improvements in upgrading the strategies to be applied for destination marketing by suggesting music videos as an effective tool and deepening the methodological perspective by converting qualitative data into quantitative metrics.